Module
Advertising Worldwide

Type
Core GBM module (30 hours)

ECTS
5

UoW credits
10

Coordinator
Beata Kupiec-Teahan, Ph.D.

Overall Aims and Purpose
The course provides understanding of advertising in global market place. It is about international, and global advertising, its differences and similarities with general advertising. Although, in international advertising the same basic principles apply as to advertising in general, the wider and more complicated environment asks for more information and knowledge when planning and executing advertising worldwide. Students are exposed to the global advertising environment, the differences between world regions and implications for advertising, the international media landscape, and the constraints, rules and regulations in worldwide advertising.

Course Content
1. The environment of worldwide advertising
- Developments and changes in world regions (special emphasis on Europe)
- Global marketing strategy
- Communication and culture in world regions
- Consumer behaviour
2. The worldwide advertising mix
- Marketing communication worldwide
o Communication planning and strategy worldwide
o The globalization of the media and worldwide advertising
o The international advertising landscape
o International corporate and B2B advertising
- Creative development and execution
o The creative aspects of standardization and differentiation
o National and international appeals
o Development and organization of campaigns
o Guidelines on execution
- The media “landscape” and media planning for worldwide advertising
o The media landscape worldwide
o Media research
o Media planning for worldwide advertising
o International media buying
- Others means of communication used worldwide
o Sales promotion
o Sponsorship
o Public relations
o Trade fairs, exhibitions and congresses
o Integrating other means of communication with advertising
3. Managing worldwide advertising
- Research for worldwide advertising
o How to deal with international research
o Research for advertising
- Advertiser and agency
o International advertising agencies
o The relationship between advertiser and the agency
- The worldwide advertising plan
o Steps in planning advertising
o Situation analysis
o Deciding on target groups
o Setting the total communication budget
o The message
o Organization and implementation
- Constraints, rules, and regulations
o Cultural and technical constraints
o Laws and regulations
4. Applications in worldwide advertising
- Country advertising and marketing places
- Marketing communication in non-profit organizations
o Greenpeace ecology advertising
o European Union new member states accession communication
o European Union Constitution communication
o EURO introduction communication
- Olympic Games – global promotion event (advertising, sponsoring, public relations)

Reading list

Essential
Marieke de Mooij, ‘Advertising Worldwide’, Prentice Hall 1994 (or newer edition)

Suggested